The Gut Stuff by Jones Knowles Ritchie

This project has been selected in the Design – Motion Graphics / Moving Image category in The Annual 2019, CR’s award scheme celebrating the best in commercial creativity

The Gut Stuff, founded by twins Alana and Lisa Macfarlane of Love Island fame, is an organisation devoted to digestion. It started out as an online resource and now does live events, pop-up shops and branded content to educate people about the relationship between gut health and wellbeing.

A fundamental part of this growth is a visual identity that puts a playful spin on poo. Created by JKR, the system is built on the visual motif of a millennial pink knotted balloon, which morphs into shapes that symbolise intestines, bowels, constipation and flatulence. The identity comes alive in a mesmerising animation, which works well for the brand given that most of its outreach happens via online video content and social media. The animation is not just expertly crafted but also manages to eliminate the ickiness associated with the topic. But no matter how old you are, you’ll find yourself chuckling at the balloon passing wind.

The graphics are great on social, where the fun visuals draw you in to make the scientific explanations easier to digest. The Gut Stuff’s visuals add a certain relatability to heathcare, which sets it apart from other brands working in the space.

Design Studio: Jones Knowles Ritchie. Executive Creative Director: Sean Thomas. Design Director: Adam Swan. Senior Designers: Rachel Gidlow, Sean Lingwood, James Snook. Senior Account Manager: Tristan Dampney. Group Brand Strategist: Jane Steel. Photographer: Rachel King. Copywriter: Christopher Sharpe. Visualisation Director: Wayne Bilton. Senior Artworker: Sam Broude. Production Director: Christie Nelson. Realisation Designer: Ben Shrubsole. Head of Film & Motion: Daniel Kennington. Animator: Louise Tattershall. Sound Designer: Resonate. Marketing Director: Amy Maw.